Using the StoryBrand Framework in Video Marketing
As consumers are inundated with marketing messages from every direction. To stand out, businesses must connect with their audience on a deeper level. That's where the StoryBrand framework comes in—a proven strategy for clarifying your message and positioning your brand as a guide that leads customers toward success. By applying this framework to your video marketing efforts, you can create compelling, engaging content that resonates with your target audience. Here’s how you can leverage the StoryBrand framework to boost your video marketing.
What is the StoryBrand Framework?
The StoryBrand framework, developed by Donald Miller, is built on the idea that all great stories share a common structure. It positions the customer as the hero of the story, and your brand as the guide that helps them overcome challenges. The framework follows seven key elements:
Character: The customer is the hero.
Problem: The customer faces a specific challenge.
Guide: Your brand offers expertise and solutions.
Plan: You present a clear plan to help the hero succeed.
Call to Action: You invite the customer to take the next step.
Avoid Failure: You show how the hero can avoid failure with your help.
Success: You demonstrate what success looks like for the customer.
This structure is ideal for video marketing because it taps into human storytelling instincts while positioning your brand as a solution to your audience’s problems.
Step 1: Identify the Hero (Your Customer)
The first step in applying the StoryBrand framework is to clarify who the hero of your video is—the customer. Your video should make it immediately clear who you're speaking to by addressing a specific pain point or goal they have. By crafting your video message around the customer’s needs, you can create a more personalized and impactful video.
Example:
If you’re creating a video for a real estate agency, highlight the struggles a first-time homebuyer might face, such as navigating the market or understanding mortgage options. Your customer is the homebuyer, and they are on a journey to find their dream home.
Step 2: Present the Problem
Every hero faces a problem that motivates their journey, and this is what hooks your audience into the story. In your video marketing, make sure to define the specific problem your product or service solves.
Example:
In a service-based business like landscaping, your video could address the problem of homeowners struggling to maintain their yard’s beauty throughout the seasons. By identifying this pain point, you show empathy toward your customer’s challenges.
Step 3: Position Your Brand as the Guide
After presenting the problem, it's time to introduce your brand as the guide. In the StoryBrand framework, the guide is trustworthy, knowledgeable, and equipped with solutions. This is where you demonstrate your brand’s credibility and expertise through testimonials, case studies, or behind-the-scenes content.
Example:
For a tech company offering managed security services, your video could feature a guide (your brand) that has successfully protected client data and minimized cybersecurity risks. Highlight your experience and the tools that make your brand the trusted choice.
Step 4: Lay Out the Plan
Audiences want to know how you can help them, and a clear, simple plan gives them confidence to take action. Outline the steps they need to follow in order to solve their problem, and show them how your product or service fits into the solution.
Example:
If you’re creating a video for a fitness coaching service, break down the steps of the client’s journey: onboarding, personalized training plans, and regular progress check-ins. This not only makes your service more approachable but also shows that there’s a clear path to success.
Step 5: Call Them to Action
Your video must include a strong call to action (CTA) that compels the viewer to take the next step, whether it’s booking a consultation, signing up for a webinar, or purchasing a product. Without this, your viewer is left without clear direction, which may lead to inaction.
Example:
For a video promoting an online course, your CTA could be as simple as, "Sign up today and get instant access to our training modules." Be clear, direct, and persuasive with your CTA, and make sure it aligns with the needs of your hero.
Step 6: Show the Consequences of Inaction
Another key aspect of the StoryBrand framework is showing the potential consequences of not solving the customer’s problem. By addressing what’s at stake, you create a sense of urgency and motivate your audience to take action.
Example:
If your business provides accounting services for small businesses, your video could highlight how failing to properly manage finances could lead to audits, penalties, or even business failure. Showing these consequences makes it clear why your services are vital.
Step 7: Highlight the Success
Finally, paint a picture of success. Show your audience what their life or business could look like after solving their problem with your help. This step taps into the emotional payoff that reinforces why they should choose your brand.
Example:
In a testimonial video for a web design agency, you could show the before-and-after transformation of a client’s website. The success story could include metrics like increased traffic, higher conversions, and improved user engagement.
Conclusion: Telling the Right Story for Your Brand
By applying the StoryBrand framework to your video marketing efforts, you can create powerful content that speaks directly to your audience’s needs, positions your brand as the solution, and ultimately drives action. Videos built on this framework not only grab attention but also forge stronger emotional connections, leading to increased customer loyalty and sales.
If you're ready to elevate your video marketing with the StoryBrand framework, start by thinking about how you can position your customer as the hero and your brand as the guide. The result will be storytelling that captivates and converts.